Alliance Boots Marketing 1st Year

3239 Words13 Pages
Assignment One
Learning Outcomes 1 & 2
08/10/2012 - 05/11/2012

Task 1 (L.O.1.1)
What is the Marketing Process?
There are many different definitions of the Marketing Process, here are just two of them. i) “Marketing is the social process by which individuals and organizations obtain what they need and want through creating and exchanging value with others.” (Kotler and Armstrong 2010)

This basic definition of marketing explains how societies and organisation interact, where an organisation fulfils the wants or needs of individuals. In return, the organisation hopes to make a profit.

ii) “Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods, and
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The product is usually high-priced. Eg. Ferrari dealers or boutique clothes.
Promotion is the means by which information about a product is communicated. It is done through advertising and Public Relations, where the company pays for, and so has control over information given to the consumer (Tesco’s Computers for schools programme). Publicity is uncontrolled and so can have a bad, as well as a good impact on a company (BP’s Gulf of Mexico’s oil spill). It is vital for businesses to have good reputations since the internet is so easily accessible to the public nowadays, and news is not so easily forgotten.
Promotion also involves the selling efforts of staff involved with a product. If a consumer is happy with service they would be more likely to come back to the same store but may not talk about it to other potential clients, on the other hand, if a consumer has a bad experience in a place they are far more likely to tell other people about it. You can find examples of this all over social media sites. Promotional offers are also helpful in stimulating a demand for goods, especially impulse bought goods. Eg. Boots pharmacy’s “Three for the price of two”.

Task 2 (L.O.1.2)
Alliance Boots Marketing Approach:
Charles Revlon said “In the factory we make cosmetics, in the store we sell hope”. This can also be said of the company this assignment will be looking at.
Alliance Boots marketing approach is both market and consumer based. They

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